Pharmaceutical Enterprise Marketing Strategy

Due to the implementation of the new national policy on health reform,pharmaceutical enterprise face industry environment changes; the appearance ofthe channel monopoly, the evolution of the competitive situation, and policiesand regulations change, essential drugs hanging tender centralized purchasing,etc., it is undoubtedly a challenge that pharmaceutical companies ma rketing.Only those who can quickly adapt to the change, timely adjust marketing ideasand means of pharmaceutical production enterprise to conform to the industrialpolicy change and survive, eventually win out.HY general factory is the domestic key production base of antibiotics; theproduction of anti-infective drugs for the main500large industrial enterprises inChina; the enterprise as a professional manufacturer of anti-infective drugs,antibiotics of raw material size, not the biggest, but on th e variety, especially inthe preparation on the variety series, it can be said to be the most complete. as inthe production of basic drugs consisting mainly of large pharmaceuticalenterprise, the present marketing strategy combinations for the rapiddevelopment of enterprise despite had greater contribution, as the stateincreasingly stringent regulation of the pharmaceutical industry, it’s difficult touse the former marketing means and the methods, enterprise must adjust theproduct structure, price, channel mode, and promotional tools to adapt toindustrial policy; conform to the new health reform background of adjustments toimprove marketing strategies to maintain competitive advantage.In this paper, based on the knowledge of marketing theory as a fo undation,first studied the status of domestic and international marketing strategy andresearch plant sales status, competition environment, new medical reform’simpact on pharmaceutical companies, for HY marketing the problems existing inthe management, to quantitative analysis, combined with the factory’s marketingpractices to develop marketing strategies； product strategy revised productstandards； strengthens the supplier audit and verification; refining the qualityresponsibility and assessment standards; price stratgy concerns the competitor’sprice and its bottom line of production cost, according to the development trend of medicine bidding to corresponding formulate competitive price. Channelstrategy, in terms of the third terminal, regional strong circulation medicinegroup of enterprise will be established strategic partner relationship; by mean ofacquiring, equity, joint ventures and other means, high-end agents had notobtained distribution rights will be brought into the enterprise itself oforganization; and the large chain pharmacies and pharmaceutical companies hada large pharmaceutical chain pharmacies will be made good cooperation.Promotion strategy is to carry out a series of promotional meetings, training andseminars and train primary care doctors. The short term gives full play to theirprofessional outsourcing company court line high-end market operation ability,and gradually establish academic promotion team. Final proposals from sevenaspects, improvement guarantee the implementation of the marketing strategy.